关键词: 品牌传播, 文献计量, 知识图谱

Abstract:

Using the fundamental method of bibliometric analysis and visualization software, literature about brand communication in China National Knowledge Internet (CNKI) from 2001 to 2016 is collected and the basic development status of brand communication analyzed by the quantitative statistical method. Using the CiteSpaceⅢ software to study the authors and the hotspot field, and using the strategic coordinate map, the future development trend of the brand communication is forecast. The study shows that the amount of domestic brand communication research issued had an overall upward trend, with less cooperation among the core authors, but they have more fixed relationship; research institutions had less cooperation. At present, the hotspot and main areas of brand communication focus on "brand architecture", "brand strategy" and "new media" and the novel research content about brand communication is "brand communication of city" and "community transmission". This study is significant to understand and analyze the development of brand communication and the trend of brand communication in China. Therefore, it may have significance in deepening an international research in brand communication.

Key words: brand communication, bibliometrics, mapping knowledge domain